Hi snyde255,
While the “feel” and the softness/firmness level of a mattress is somewhat subjective and relative and can vary from person to person (and memory foam can also vary based on the temperature and humidity of the surroundings) … Dreamfoam itself and most of the forum feedback has indicated that the softness of the 13" gel memory foam is similar to the Tempurpedic Luxe except perhaps a little firmer although the “feel” (which is not the same thing as softness/firmness) would be different because they use different types of memory foam. Some of the most recent initial feedback is here and post #2 here has a number of links with more feedback as well and a forum search on Ultimate Dreams 13 gel memory foam (you can just click this) will bring up more as well.
Phoenix